diplomsko delo
Nastja Kostanjšek (Author), Maria Wtorkowska (Mentor), Petra Stankovska (Mentor)

Abstract

Reklama je danes eden izmed najbolj razširjenih pojavov. Obkroža nas na vsakem koraku in nas prepričuje o nakupu propagiranega produkta. Za doseganje svojega končnega cilja, tj. nakup, uporablja vrsto različnih prijemov. Eden izmed teh je ravno jezik. Zato bomo v tej diplomski nalogi obravnavali predvsem jezikovna sredstva, ki jih oglaševalci najpogosteje uporabljajo v procesu ustvarjanja. Spoznavali bomo, kateri so jezikovni triki in kakšen mora biti dober slogan. Diplomsko delo bo razdeljeno na dva glavna dela: teoretičnega in raziskovalnega. V prvem delu bodo poglavja vsebovala teorijo o reklami, reklamnem jeziku in reklamnih sloganih. V drugem analitičnem delu bodo analizirane izbrane poljske in češke televizijske reklame. Raziskava bo temeljila na opisu posamične reklame, analizi njenih jezikovnih značilnosti in odkritju kulturno-socialnih značilnosti.

Keywords

poljščina;češčina;besediloslovje;stilistika;oglaševanje;jezikovna sredstva;reklama;slogan;primerjalne študije;diplomska dela;bolonjske diplome;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FF - Faculty of Arts
Publisher: [N. Kostanjšek]
UDC: 811.162.1'37:811.162.3
COBISS: 70954338 Link will open in a new window
Views: 623
Downloads: 166
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Other data

Secondary title: Linguistic means in selected Polish and Czech television ads
Secondary abstract: Advertising is all around us and advertisers are trying to persuade us to buy their product, service or idea. To achieve that, they are using different commercial tactics. One of them is language. The goal of this paper is to discuss different forms of language the advertisers use in the process of creating ads. The paper will show the tricks we can use with language, and how a good slogan should look like. First part of the paper is mostly theoretical, addressing the theory of advertising, commercial language and add slogans. The second, analytical part of the paper is based on research that analyzes selected Polish and Czech television commercials. The research is based on the description of each individual commercial, its analysis of the language and the discovery of cultural and social characteristics.
Secondary keywords: Polish;Czech;text linguistics;stylistics;ad;advertising;slogan;advertising language;linguistic means;
Type (COBISS): Bachelor thesis/paper
Study programme: 1000554
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Filozofska fak., Oddelek za slavistiko
Pages: 59 f.
ID: 11222800